When done properly, with better metrics and a focus on real outcomes, principal-based trading can align agency and advertiser interests and deliver superior results.
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The big platforms continue to grow and brands keep pumping the fruit machine for that ill-defined ‘win’. But agencies can win this match against the giants.
I have made big mistakes during my career and they have all cost myself or the organisation. But there is no doubt that learning from our mistakes make us better at our jobs.
This is why human-led content needs a compass more than ever: values can’t be faked. You can’t prompt your way to perspective.
Peter Field has shown us the silver bullet in the argument for advertising. To me, this means brand will assume renewed importance for marketers. About time.
Conventional forecasting has become outdated amid a fast-moving, complex landscape. The growth of AI and machine learning means predictive analytics can anticipate audience and advertiser demand more effectively.
Perceptions of TV advertising are shaped by the US, yet this market looks, feels and functions very differently to the rest of the world. This leads to global strategies built on a flawed premise.
Talking to a child will show you that some of the best insights about effective media strategy can come from the simplest of observations.
The size of their business, the breadth of their offerings and their economic model leave the largest publicly listed agency groups vulnerable in the AI revolution. The next few years will see growing dominance of a different breed of agency.
From The Guardian’s positive results to the sale of the Telegraph and National World, UK media brands still make sound business sense and can attract significant investment.